| Summary: | 碩士 === 中國文化大學 === 觀光事業學系 === 102 === The hotel industry is one of a major sector of Thailand’s service industry and service is a key sector for successful business. However, when customers feel dissatisfied in the service, then a service recovery strategy should be implemented. Therefore the purpose of this study is to contribute to the growing body of service recovery knowledge by examining its impact as a relationship tool, This research study on service recovery strategies decides to resolve problems, alter negative attitudes of dissatisfied consumers and to retain these customers by the important factors of severity of failure, service recovery, customer satisfaction and customer loyalty that service recovery plays an important role in the service sector. The data was collected by distributing questionnaires to the tourists who come from Asian countries and have a negative experience of the five star hotels in Bangkok, Thailand and their age were between 25 – 55 years old. The sample size of this study was 400 respondents. The research results provided that the perception of service recovery satisfaction by hotels’ customer is considered as perceived quality of service recovery. The researcher could generate suggestion from the relationship among variables in the study as customer would develop satisfaction from the service providers. Therefore, it is important to maintain standardized service with professional staff to support excellent service as customers expect.
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